Nielsen Personalizes the Mobile Shopping App: If You Build the Technology, They Will Come

A transition to new digital channels is transforming the age-old marketing practice of couponing. By personalizing the display of coupons, retailers and marketers can help consumers cut through the coupon clutter and more easily find the coupons that will motivate them to purchase.

Nielsen Personalizes the Mobile Shopping App: If You Build the Technology, They Will Come

Dave Cameron, Chris Gregory and Daryl Battaglia

Nielsen

Management slant

  • A grocery retailer's mobile app users are among their most loyal and desirable customers, purchasing more and shopping more of the store.
  • Digital coupon users prefer mobile coupons to online, citing the convenience of mobile as the primary reason.
  • Most say they find it hard to find the coupons they are interested in. There is opportunity for personalization to further extend the power of mobile convenience.
  • When the order of coupons is...

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